Pengaruh Social Media Marketing dan Kualitas Produk terhadap Keputusan Pembelian

I Kadek Surya Adi Pradana; I Made Astrama

doi:10.32795/vol4wamrtno1th24

I Kadek Surya Adi Pradana Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
I Made Astrama Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Social Media Marketing, Product Quality, Purchase Decision

Abstract

This study aims to determine the partial and simultaneous influence of social media marketing and product quality on spare parts purchasing decisions at AHASS Tirta Agung Motor in Denpasar. The population in this study were all consumers at AHASS Tirta Agung Motor in Denpasar in 2020 as many as 200,875 people. The sample is determined by the Slovin formula, so that 100 people can be taken as samples taken using the accidental sampling method. Data were analyzed by multiple linear regression analysis. The results of the analysis show that social media marketing has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on consumer purchasing decisions, and social media marketing and product quality simultaneously have a positive and significant effect on consumer purchasing decisions at AHASS Tirta Agung Motor in Denpasar.

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